A Macro Marketing Strategy for Entering the Micro Market

375 qualified leads

+363 improvement in search rankings

25% more media coverage in one quarter than previous 3 years

Legacy Branding Didn’t Leave Lasting Impression

Dematic is a pioneer of intralogistics that invented some of the most significant supply chain innovations of the 20th century. However, as the company approached its 200th anniversary, opened a new HQ and geared up to launch a new product, its brand identity did not portray the company as the visionary that it is, making it challenging for stakeholders to comprehend Dematic’s legacy and its continued impact on the future of commerce.

The brand enlisted Alloy to identify its strengths, weaknesses and opportunities – and create a marketing roadmap for its new product launch that would set the standard for those to come.

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Powering the Future of Commerce

We first identified the need to elevate Dematic’s brand – focusing on the challenges it solves. The company’s upcoming Micro-Fulfillment product launch provided the opportunity to test this solution-forward approach.

Our marketing plan included elements of Alloy’s entire methodology to 1) increase awareness surrounding the benefits of a legacy leader entering micro-fulfillment; 2) de-position competitive solutions, and 3) build demand among an entirely new buyer persona.

With limited brand awareness outside of the immediate supply chain market, our cross-channel communications plan was anchored in a top-of-funnel playbook to educate and intrigue prospects. SEO, advertising, social and PR efforts all tied to this pillar content.

A New Standard of Product Launch Success

The new messaging – rooted in Dematic’s role in Powering the Future of Commerce – resonated. Less than 90 days post-launch, we generated 25% more media coverage for Dematic than in the previous three years combined. Additionally, we propelled Dematic to the first organic search position for several micro-fulfillment related terms. All-in-all, these efforts drove 375 new qualified leads via playbook downloads (tripling launch goals).

Ultimately, our strategy helped Dematic surpass all cross-channel launch goals for its most concerted and integrated campaign effort ever, creating a replicable framework that would be used as a benchmark and model for future campaigns.

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“The team delivered a high profile strategic campaign, resulting in a major increase in press coverage, introducing us to new markets and increasing our brand presence. The team has excellent expertise; they were a joy to work with.”
Jane T.
Sr Manager Marketing, Dematic

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